Words Matter. So Does Knowing How to Use Them

Communication professionals are typically seen as natural storytellers, press release experts, or social media ninjas. But behind the headlines and hashtags lies an essential enabler – training. Not just for the communication team, but for the entire organization. Because in today’s world, everyone is a communicator. From a CEO addressing shareholders to a program officer replying to partner emails, each interaction adds to or takes away from the brand’s identity.

So why is training so integral to communication roles? Let’s unpack this…

From Gatekeepers to Enablers: The Shift in Communication Roles

There was a time when communications teams acted as strict gatekeepers –  nothing went out without their sign-off. But today, that model is outdated. With decentralised teams, hybrid working, and instant digital interactions, communication has gone crowdsourced. Every employee, intentionally or not, becomes a mouthpiece for the organisation.

Training is what transforms this shift from chaos into opportunity. Instead of saying “Leave communication to us,” communicators now say, “Let us show you how.” This shift-from control to capacity building-is at the heart of modern communication strategy.

The Curse of Assumed Competence

We assume people know how to communicate. After all, if you can talk, write an email, or post on LinkedIn, you’re a communicator, right? Wrong. Professional communication is a learned skill. There’s a chasm between being able to write and being able to write well for the right audience, with the right tone, aligned to brand guidelines, and without triggering a crisis. Training bridges that gap. It arms people with practical tools – from handling media queries to presenting data in ways that don’t induce narcolepsy.

Brand Consistency is Everyone’s Job

A brand isn’t just a logo or tagline. It’s the sum total of every interaction someone has with your organization. If one department team uses a particular tone, the business development team uses another, and social media tells a different story altogether, the brand identity gets diluted.

Training is how communication teams drive alignment. Whether it’s through brand playbooks, visual identity workshops, or simulation-based learning for handling public queries-training ensures your organization speaks in one voice, even when many people are speaking.

Training Builds Crisis Immunity

Let’s be honest-crises doesn’t wait for comms! Whether it’s an unintended tweet, a slip in a stakeholder meeting, or a misrepresented statistic, one wrong message can snowball into reputational damage.

Training is your early defense system. Media training for spokespeople, scenario-based drills for leadership, and crisis response checklists for teams prepare everyone to respond-not react. This shared preparedness can save not just your messaging, but your mission.

Upskilling as Engagement: Making Communication Everyone’s Superpower

Today communication is increasingly digital, but digital comfort varies wildly. A well-meaning senior staff member might resist video messages because “email is easier.” A junior colleague might shy away from writing an op-ed even if they have valuable insights, because “it sounds too formal.”

Training humanizes digital tools. From Canva basics to podcast presentation to LinkedIn etiquette, it closes the confidence gap. It tells your team: you don’t need to be an influencer, just be authentic-strategically.

Here’s a secret- people want to learn how to communicate better. It’s a life skill as much as a work skill. And when communication training is done right, it’s not a chore-it’s a culture-building. It’s how you reinforce values, bring your brand ethos to life, and create a shared narrative.

The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.

Shilpi Jain

Shilpi Jain heads the corporate communication function at IPE Global. She is a communication professional holding two decades of experience, responsible for developing cohesive messaging and multi-channel communication strategy, which elevates the company’s reputation, performance, and connection with people. Having worked in the Corporate space, Shilpi transitioned into the development sector in 2010 and spearheaded communication activities for the Government of India, International Aid organisations, and philanthropies. Prior to joining IPE Global, she worked with National AIDS Control Organisation (NACO), where she developed their digital media strategy and also supported several e-Campaigns. At WaterAid India, she successfully managed the India Sanitation Portal, launched at the South Asian Conference on Sanitation (SACOSAN) 2008 by the then Speaker of the Lok Sabha, Shri Somnath Chatterjee. She worked for nearly a decade with NIIT Limited and led several projects. She was given the Excellence Award in 2006 for creating a nation-wise Testing Certification platform.